Category Manager - Premium Alcohol Business

Role Overview: We are looking for an aggressive, commercially driven Premium Brand & Category Manager who can build a Premium/luxury portfolio in a challenger environment. This role is not about maintaining brands, it is about creation, driving premium mix and winning in market. You will own the category's growth agenda end to end from positioning to GTM, innovation to activation, and trade sell in to consumer pull. Core Responsibilities: 1. Own the Business, Not Just the Brand: - Drive volume and growth for assigned portfolio. - Improve premium mix and price realization. - Identify growth pockets across states and channels. - Own the brand strategy and make GTM plans. 2. Build a Distinct Premium Positioning: - Define sharp, differentiated positioning that stands apart from legacy multinational brands. - Translate brand story into strong trade and consumer narratives. - Ensure premium codes in packaging, pricing, and presence. - Eliminate mass cues from every touchpoint. 3. Win in Trade: - Develop powerful sell-in decks and sales pitch tools. - Work directly with regional sales teams to identify problem areas. - Drive visibility standards in premium retail and top on premise accounts. - Track competition aggressively and respond decisively. 4. Drive Profitable Innovation: - Identify quick-win innovations (packs, finishes, limited editions). - Lead NPD from concept to launch with tight timelines. - Ensure every launch has a strong commercial case. 5. Execute Lean but Impactful Marketing: - Prioritize high ROI activations over vanity spends. - Drive experiential and influencer led premium visibility. - Partner with agencies to deliver sharp, luxury led communication within tight budgets. Key KPIs: - Brand strategy and GTM plans. - Gross margin expansion. - Premium mix improvement. - Innovation success rate. - Marketing ROI.